The Viking Row reportedly features supporters in horned hats and red shirts, seated in formation and rowing in synchrony to a drumbeat. After Norway’s reported victory over Senegal, the players joined the celebration themselves.
The ritual has also travelled well beyond matchday. Reports describe versions appearing in Times Square, on New York’s subway and even at Norway’s parliament. That reach captures the modern World Cup at its most vivid: a local tradition becoming a global image within hours.
Other fanbases have brought their own identities to the streets.
Australian supporters reportedly filled Vancouver before the meeting with Türkiye, while celebrations in Seattle included an inflatable kangaroo, flares and a fan performing a shoey from an improvised platform.
England’s supporters created another memorable scene after the reported win over Croatia, singing *Wonderwall* alongside the players. Harry Kane reportedly described the moment as one of his favourites in an England shirt.
African supporters have added colour and rhythm across the host cities, with Egyptians celebrating Mohamed Salah and Ghanaian fans turning their match into a constant dance. In Mexico, Merlin - a pet duck wearing a miniature national-team shirt - reportedly became an unlikely mascot after appearing among street celebrations.
These scenes matter because supporters are no longer simply a backdrop to the tournament. They shape its mood, give neutral cities a football identity and create the moments that remain after the final whistle.
Before Scotland’s reported meeting with Brazil, Andy Robertson spoke of giving the “Tartan Army” more reasons to celebrate. That challenge now belongs to every team: win matches, but also feed the ritual.
As the group stage continues, the reported Australia-Paraguay and Scotland-Brazil fixtures offer the next test. The football will decide the standings; the fans may decide the tournament’s lasting soundtrack.